Question 1

Which of the following is true of professional blogs?

Accepted Answer

A)  Professional blogs are forums where marketers understand and analyze customer perceptions of their product or service. 
B)  In professional blogs,experts engage in active promotion of products and services of a firm for free. 
C)  Marketers have less control on the content of these blogs as compared to corporate blogs. 
D)  These blogs are written by people who receive no products or remuneration for their efforts. 
E)  These blogs are effective tools for marketers to excite customers about their products and services. 
A)  Professional blogs are forums where marketers understand and analyze customer perceptions of their product or service. 
B)  In professional blogs,experts engage in active promotion of products and services of a firm for free. 
C)  Marketers have less control on the content of these blogs as compared to corporate blogs. 
D)  These blogs are written by people who receive no products or remuneration for their efforts. 
E)  These blogs are effective tools for marketers to excite customers about their products and services. C

Question 2

Which of the following websites would help Liz target potential customers accurately and help her reach out to the maximum number of people in a short time?

Accepted Answer

A)  Twitpic 
B)  LinkedIn 
C)  Flickr 
D)  Picasa 
E)  Facebook 
A)  Twitpic 
B)  LinkedIn 
C)  Flickr 
D)  Picasa 
E)  Facebook E

Question 3

Which of the following enables customers to scan a product in a store and instantly compare the costs of the product online to see whether a better deal is available?

Accepted Answer

A)  Price check apps 
B)  Location apps 
C)  Fashion apps 
D)  Cost estimation apps 
E)  Best deal apps 
A)  Price check apps 
B)  Location apps 
C)  Fashion apps 
D)  Cost estimation apps 
E)  Best deal apps A

Question 4

Which of the following is true about engaging the customer in the context of the 4E framework of social media marketing?

Accepted Answer

A)  It is associated with communicating personalized offers designed for interested customers. 
B)  Its primary objective is to help potential customers understand the value proposition of a product or service. 
C)  It could be either positive or negative and is aided by tools such as blogging and microblogging. 
D)  It assists the customers to understand the features of a product or service and assess its utility. 
E)  It assures customers of the superiority of a firm's product relative to similar products in the market. 
A)  It is associated with communicating personalized offers designed for interested customers. 
B)  Its primary objective is to help potential customers understand the value proposition of a product or service. 
C)  It could be either positive or negative and is aided by tools such as blogging and microblogging. 
D)  It assists the customers to understand the features of a product or service and assess its utility. 
E)  It assures customers of the superiority of a firm's product relative to similar products in the market.

Question 5

How does mobile media influence the market?

Accepted Answer

Although 97 percent of consumers access

Question 6

YouTube is a:

Accepted Answer

A)  social networking site. 
B)  video-sharing site. 
C)  photo site. 
D)  microblog. 
E)  corporate blog. 
A)  social networking site. 
B)  video-sharing site. 
C)  photo site. 
D)  microblog. 
E)  corporate blog.

Question 7

In the context of people who use social networking sites,those who contribute to the media content and express their ideas are called:

Accepted Answer

A)  sharers. 
B)  professionals. 
C)  creators. 
D)  bonders. 
E)  responders. 
A)  sharers. 
B)  professionals. 
C)  creators. 
D)  bonders. 
E)  responders.

Question 8

Which of the following is true of owned media?

Accepted Answer

A)  They are more expensive than paid media. 
B)  They are less expensive than earned media. 
C)  They include TV,print,radio,or display ads used to reach mass markets. 
D)  They are controlled by the advertiser. 
E)  They result from word-of-mouth,buzz,or publicity. 
A)  They are more expensive than paid media. 
B)  They are less expensive than earned media. 
C)  They include TV,print,radio,or display ads used to reach mass markets. 
D)  They are controlled by the advertiser. 
E)  They result from word-of-mouth,buzz,or publicity.

Question 9

In the context of the 4E framework of social media,letting the customers know about a firm's offering is the objective of:

Accepted Answer

A)  exciting the customer. 
B)  educating the customer. 
C)  experiencing a product. 
D)  engaging the customer. 
E)  evaluating a product. 
A)  exciting the customer. 
B)  educating the customer. 
C)  experiencing a product. 
D)  engaging the customer. 
E)  evaluating a product.

Question 10

Being active in which of the following sites would help the firm gain visibility and find potential clients by using all the features offered by the site effectively?

Accepted Answer

A)  Twitpic 
B)  YouTube 
C)  Flickr 
D)  Picasa 
E)  Facebook 
A)  Twitpic 
B)  YouTube 
C)  Flickr 
D)  Picasa 
E)  Facebook

Question 11

Facebook fan page is an example of a(n):

Accepted Answer

A)  personal blog. 
B)  media-sharing website. 
C)  owned media platform. 
D)  mobile application software. 
E)  paid media interface. 
A)  personal blog. 
B)  media-sharing website. 
C)  owned media platform. 
D)  mobile application software. 
E)  paid media interface.

Question 12

Which of the following does

Accepted Answer

A)  It is difficult to accurately target and segment markets using social networking platforms. 
B)  Social media-aided platforms are an effective marketing tool for gaining mass popularity quickly. 
C)  Media-sharing tools assist in leveraging social capital to build brand identity and relationships. 
D)  Online platforms could act as a rapidly spreading complaint forum that can break the reputation of a brand quickly. 
E)  It is more challenging to determine ROI for social media than for more traditional IMC applications. 
A)  It is difficult to accurately target and segment markets using social networking platforms. 
B)  Social media-aided platforms are an effective marketing tool for gaining mass popularity quickly. 
C)  Media-sharing tools assist in leveraging social capital to build brand identity and relationships. 
D)  Online platforms could act as a rapidly spreading complaint forum that can break the reputation of a brand quickly. 
E)  It is more challenging to determine ROI for social media than for more traditional IMC applications.

Question 13

Thought-sharing sites,like blogs,are not effective in providing customer education.

Accepted Answer

A) True 
 B)False

Question 14

Analyzing bounce rate would help firms:

Accepted Answer

A)  make the website more effective and relevant. 
B)  simplify the navigation experience through a website. 
C)  determine the amount of traffic using its website. 
D)  estimate the number of potential customers who act as the firm hoped. 
E)  calculate the total number of requests for a web page. 
A)  make the website more effective and relevant. 
B)  simplify the navigation experience through a website. 
C)  determine the amount of traffic using its website. 
D)  estimate the number of potential customers who act as the firm hoped. 
E)  calculate the total number of requests for a web page.

Question 15

Which of the following is a thought-sharing site?

Accepted Answer

A)  YouTube 
B)  Twitter 
C)  Flicker 
D)  Vine 
E)  LinkedIn 
A)  YouTube 
B)  Twitter 
C)  Flicker 
D)  Vine 
E)  LinkedIn

Question 16

In terms of the 4E framework,mobile marketing is particularly useful for:

Accepted Answer

A)  responding to customer complaints or compliments. 
B)  enhancing customers' experience with products and services. 
C)  engaging customers by responding to their communications. 
D)  educating customers about a firm's offerings. 
E)  creating excitement with consumers at the time of sale. 
A)  responding to customer complaints or compliments. 
B)  enhancing customers' experience with products and services. 
C)  engaging customers by responding to their communications. 
D)  educating customers about a firm's offerings. 
E)  creating excitement with consumers at the time of sale.

Question 17

What are the job opportunities in social media that a marketing graduate can look forward to in today's context?

Accepted Answer

A student who graduates with a marketing

Question 18

In the context of the 4E framework for social media,educating the customer involves communicating offers and promotions that are relevant to interested,target customers.

Accepted Answer

A) True 
 B)False

Question 19

As part of a new promotion strategy,Patrick plans to announce a photo-posting contest.Customers are awarded points for posting the pictures of the food they order in any of the restaurants.For every 100 points the customers earn,they are treated to a free dinner for two people.Which of the following websites is Patrick likely to use as a platform for customers to upload their pictures?

Accepted Answer

A)  Flickr 
B)  YouTube 
C)  LinkedIn 
D)  Twitter 
E)  Google+ 
A)  Flickr 
B)  YouTube 
C)  LinkedIn 
D)  Twitter 
E)  Google+

Question 20

Which of the following is NOT an objective of marketing communications using the 4E framework?

Accepted Answer

A)  Exciting customers 
B)  Educating customers 
C)  Enabling customers to Experience products 
D)  Enabling customers to Engage with their social network 
E)  Evaluating customers 
A)  Exciting customers 
B)  Educating customers 
C)  Enabling customers to Experience products 
D)  Enabling customers to Engage with their social network 
E)  Evaluating customers

Which of the following is true of professional blogs?

Which of the following websites would help Liz target potential customers accurately and help her reach out to the maximum number of people in a short time?

Which of the following enables customers to scan a product in a store and instantly compare the costs of the product online to see whether a better deal is available?

Which of the following is true about engaging the customer in the context of the 4E framework of social media marketing?

How does mobile media influence the market?

YouTube is a:

In the context of people who use social networking sites,those who contribute to the media content and express their ideas are called:

Which of the following is true of owned media?

In the context of the 4E framework of social media,letting the customers know about a firm's offering is the objective of:

Being active in which of the following sites would help the firm gain visibility and find potential clients by using all the features offered by the site effectively?

Facebook fan page is an example of a(n):

Which of the following does

Thought-sharing sites,like blogs,are not effective in providing customer education.

Analyzing bounce rate would help firms:

Which of the following is a thought-sharing site?

In terms of the 4E framework,mobile marketing is particularly useful for:

What are the job opportunities in social media that a marketing graduate can look forward to in today's context?

In the context of the 4E framework for social media,educating the customer involves communicating offers and promotions that are relevant to interested,target customers.

Which of the following is NOT an objective of marketing communications using the 4E framework?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Marketing Ethics

Analyzing the Market Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: The Intangible Product

Pricing Concepts for Establishing Value

Strategic Pricing Methods

Supply Chain and Channel Management

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Filters

Exam 16: Retailing and Multichannel Marketing

Which of the following is true of professional blogs?

Which of the following websites would help Liz target potential customers accurately and help her reach out to the maximum number of people in a short time?

Which of the following enables customers to scan a product in a store and instantly compare the costs of the product online to see whether a better deal is available?

Which of the following is true about engaging the customer in the context of the 4E framework of social media marketing?

How does mobile media influence the market?

YouTube is a:

In the context of people who use social networking sites,those who contribute to the media content and express their ideas are called:

Which of the following is true of owned media?

In the context of the 4E framework of social media,letting the customers know about a firm's offering is the objective of:

Being active in which of the following sites would help the firm gain visibility and find potential clients by using all the features offered by the site effectively?

Facebook fan page is an example of a(n):

Which of the following does

Thought-sharing sites,like blogs,are not effective in providing customer education.

Analyzing bounce rate would help firms:

Which of the following is a thought-sharing site?

In terms of the 4E framework,mobile marketing is particularly useful for:

What are the job opportunities in social media that a marketing graduate can look forward to in today's context?

In the context of the 4E framework for social media,educating the customer involves communicating offers and promotions that are relevant to interested,target customers.

Which of the following is NOT an objective of marketing communications using the 4E framework?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Marketing Ethics

Analyzing the Market Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: The Intangible Product

Pricing Concepts for Establishing Value

Strategic Pricing Methods

Supply Chain and Channel Management

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Filters